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African Americans’ Digital Behaviors

October 24, 2017
Carolina Better

In the final installment of our three-part series on African Americans, we will explore African Americans’ digital behaviors: what platforms they gravitate towards, what type of content they prefer, how they interact with brands on these platforms, and more. This research also dives into African Americans’ pre-store and in-store behaviors to learn more about how the segment prepares for shopping trips, and what drives these plans to go awry once consumers are in stores. Learn how to leverage these segment-specific behaviors to reach and engage the African-American consumer.

About the author

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Carolina Better

Carolina Better

Carolina is a director on the Content Strategy team. Carolina is in charge of creating content for quarterly and biannual initiatives, Executive Roundtables, and Latinum’s digital platform. Originally from Quito, Ecuador, Carolina is fully bilingual in English and Spanish. She holds an M.A. in International and Development Economics from the University of San Francisco, a B.A. in Economics and Communications from Pennsylvania State University. She loves to travel and learn about new cultures. Carolina joined Latinum in 2012.